Friday, December 6th, 2013 - Roy Morgan Research

The internet may have changed the way Australians book their holidays, but one bricks-and-mortar travel agent continues to trump the online competition, with one in twelve Australians using it to book their leisure travel in the last 12 months. Take a bow, Flight Centre!

According to the latest Roy Morgan Travel Agent Monitor, 34.0% of Australians used a travel agent to book leisure travel in the year to September 2013. Flight Centre maintained its longstanding lead, with 8.3% of Aussies choosing to book their holiday through the agency, which is also number one in New Zealand.

However, while Flight Centre came a very convincing first, the only other bricks-and-mortar travel agent to appear in the Top 10 was Harvey World Travel, which has lost ground and now sits in eighth position with less than 2% of Australians using it to book their travel. Online-only agencies and booking sites complete the list, with (6.1%) and (4.1%) taking out second and third positions.

A total of 34 travel agents are measured in the Roy Morgan Travel Agent Monitor.

Travel Agents used for leisure travel in the last 12 months


Source: Roy Morgan Single Source (Australia), July – September 2013, n = 4,872

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Over the years Flight Centre has maintained its position as Australia’s leading travel agent. The agency has a very strong brand presence, with 64% of Australians having heard of Flight Centre before, and 39% recently seeing or hearing some advertising for the brand.


“Other bricks-and-mortar travel agents such as Harvey World Travel, Jetset, and Travelworld haven’t fared as well as Flight Centre, and have gradually lost market share to online-only agencies such as,, and

“With the increasing penetration of home computers, tablets and smart phones, the trend towards using the internet to book leisure travel is likely to continue.


“Of course, many Australians still like bricks-and-mortar travel agents, and Roy Morgan’s ground-breaking new profiling tool,Helix Personas, can assist marketers to understand and effectively communicate to these people.


“For instance, people who fall within the wealthy Blue Chip persona are 42% more likely than the average Australian to have booked their last holiday in person at a bricks-and-mortar agency. This successful, fashionable segment of the population loves to travel and is loyal to their favourite brands.”

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Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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travel, tourism, travel agencies, flight centre, wotif




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